Letter from America: Bonuses, bungs and brand
Allyson Stewart-AllenInternational Marketing Partners
Brands that mess up in the US must understand the American public to regain trust, advises Allyson Stewart-Allen.
What common factor do Barclays, WPP, BP, RBS, NewsCorp and Costa Cruises share? They're all under the spotlight by US shareholders for brand damage as a result of misjudged bonus increases, lapses in ethics or operational bungles which lost them the trust they invested heavily to earn in America.
Two leading British banks, Barclays and RBS, each awarded significant payouts to their executives despite calls not to by American institutional...